Gadgetory

by the time you watch this video you'll already know what I've seen inside here the Steve Jobs theater at Apple Park in Cupertino California it's the new iPhones but here's a question how badly does Apple really need to do these big high D keynotes anymore and why do they do that okay so the keynote is over could happen behind me and I'm walking into the hands-on area and I'm doing this because I want to show you the first answer to that question why does that behold the events well it's really obvious honestly the most obvious answer is height because look at this height there's just a lot of it and Apple wants to have all these people here it wants to show off all those phones it wants to have a big media moment and so of course they do a keynote they invented this thing everybody's copied it but I think hype is just one part I don't even think it's the most important part see this is an estimator which means that the updates to the phone aren't as obviously exciting as they were in a bigger year so the iPhone 10 came out it was a whole new design blah blah blah blah this year the new features are a better camera a faster processor slightly nicer screen slightly nicer glass you know s updates and so in order to make that thing build up this level of hype Apple needs to do more than just present the phone read the specs and let us come take pictures of it Apple needs to tell a story because if Apple can tell a story that means that Apple can set a narrative and there are a couple of moments in this Kino or Apple set a narrative that I really want to talk welcome to the theater let's get started with the Apple watch everything about it has been redesigned and re-engineered this iPhone 10's we are very excited to show you the iPhone 10 aw we're back we're back in the studio processors back I'm back it's good to see you except I can't see you you can see me anyway in this video I want to talk about that narrative thing I mentioned I'm not making a video about the specific specs or features of the iPhone Tenace not really there's a lot to get into and we're gonna do all of that in the official verge of you instead I want to talk about how Apple tells a story because I think it's just as important as the specs and that features that phone especially in an ST er so the first moment I want to talk about in the keynote is when Apple introduced the new camera system on the iPhone XS tennis whatever the name is bad every time Apple introduces a new feature they tend to go through a three-step process step one is look at all the amazing stuff we've done in the past step two is look at all this cool tech inspection crazy stuff that we've enabled on this new thing and then step three is you get to participate in this amazing future so watch this clip and when you do don't think about those specific features think about the way that Apple is talking about them over ten years customers have been taking incredible photographs with their iPhone cameras like this it is a remarkable new dual camera system it has a 12 megapixel wide camera 12 megapixel telephoto camera and an even more improved true tone flash this is a new error photography some people call it computational photography and the benefits of this is not only for photography but for video as well it's a new era of videography as well with this new sensor and the power of that HML Bionic chip okay so why is this three-step narrative important well first of all the big innovation on the iPhone 10s is the camera really and what's interesting is they're trying to do some very similar stuff to what the pixel 2 already does it takes multiple photos at once it stitches them together it does a whole bunch of computation on it you know what didn't get mentioned at all in Apple's keynote any other smartphone cameras in Apple world there's only I phone cameras and DSLRs to me the clearest example of this whole Apple world thing was when Schiller is introducing this new feature on the 10s that lets you take a portrait mode photo and then edit it after the fact to change the background blur on the picture we're gonna slide the depth of field and watch the background as it changes the depth of field of your photo this is done after you've taken it this has not been possible photography of any kind of camera this is something that iPhone cannot do with the power of the April Bionic chip now maybe he was referring to all the features being a first whatever but we all know or at least I don't I know that Samsung has let you do this after the fact bokeh editing things since at least the note 8 last year just Sam the point here isn't to dunk on Apple because honestly I was super super impressed with how the blur editing worked and my hands on at the event no the point is to see how Apple introduces the feature it's always part of a story and again that story is always how Apple was great before how it has great tech now and how it's gonna get better in the future the term for this is framing basically which has always been a thing in politics political framing framing a narrative and in this method Apple sets the terms of the world and the things that exist in it that's the frame and then within that frame it tells a story where one thing leads to the next a little bit like the plot of a movie all that means is that even in an s year keynote where the announcements aren't really that game-changing Apple can still use this narrative setting structure to change and shape how people think about their products here's another example of how all this works it's the moment when Apple introduced the new heart sensing features that are coming on the Apple watch series for and specifically the new EKG feature the optical heart sensor has been essential to Apple watch from the beginning we've added electrodes into the back sapphire crystal and the digital crown allowing you to take an electrocardiogram when you open the app this is what you see on the watch face it's really it's really beautiful people people in general don't like things that are medical this kind of makes you want to take an ECG because narrative framing is a commonly used tactic in political discourse it's a pretty short jump from talking about this rhetorical method to assuming that it's just propaganda to cover up lies or that it's there to cover up a pretty mess set of product announcements now to be clear I am NOT saying that at all what I am saying is that Apple is pretty masterful at this method and it does it over and over again in its marketing sometimes it's super effective and sometimes it's not but the funny thing is I think Apple executives really do believe the stories that they're telling I mean I don't know look at any other tech company ki know where LG or Samsung whoever is touting a new feature it feels way more scattershot Apple takes its time and it's keynotes it goes a little bit slower because those keynotes don't exist just so you know what the new feature is they exist so that you can see yourself as a character an Apple story and you know what Apple's always done it this way here's a way older keynote that uses the same method it's the same great design of the iPhone 3G that we just launched last summer but what's inside is entirely new that's amazing hardware and software that work together as Apple as is known to do we make these things work in in hand and it says auto focus auto white balance auto exposure to take just a gorgeous photo for you you can take videos with you everywhere you go it's just as simple as that that was taken an iPhone 3GS you just tap to record it when you're done the best thing is you can now share it with anyone right here from your iPhone you know the long-running joke about Apple keynotes they create a reality distortion field and back in the day with Steve Jobs that field was mostly created by sheer force of charisma yes I'd like to order 4,000 lattes to go please no it's just kidding wrong number thank you and yeah now there's just a little bit less charisma maybe but there's still a story that Apple wants to tell and that's why they do these keynotes every September hey thank you so much for watching it's really great to be back on the youtubes with you leave a comment down below what you think of this keynote and you know what honestly you should hit that subscribe button because we're about to enter silly season for new product announcements and we're gonna ton of videos and you're gonna want to know about them